Ive been in advertising for 10 years and I am sharing your videos with interns in the agency they are so good and easy to understand. Simply love them. Please dont stop doing them.
Hi, Julian! Could you please share what would be the instruments to re-frame the problem in a way shown in these examples? A common belief is that you have to be that genius-level guy who's able to think outside the box, yet I'm sure it doesn't work that way and advanced mental models should be applied (like not everyone is born a Sherlock Holmes, but people could be taught to do detective work and solve crimes).
Hey Artemy, I agree with you I think that strategy can be taught. Like anything it just takes practice. However some good starting points if you are looking for info on reframing, check out Marco's piece here - medium.com/@marcodelvalle/your-strategy-needs-more-debate-cd997b173107
Thanks! The article was indeed helpful, it also reminded me some earlier examples on reframing the narrative (much like with Michelin 'get people to drive more'). Maybe, you'd find them helpful too: medium.com/the-mission/how-winners-really-differentiate-160caa68ed68?source=userActivityShare-7199f4e28137-1525881818
The current situation would be the context of where the business is at the moment. In this box you are filling out the background information about the business, the competitors. It hopefully also sets up the problem that needs to be addressed.
The character of Brad Pitt statement is the context the scouts, coach, players live..they know when they get paycheck ...That statement is good to hear but how does that solve needing to replace 3 players ? Just being Devils advocate ...I differ with him as that statement has no Why ? When & not measured. Happy to consider views to learn
Totally agree with you. Looking at the solution Brad Pitt eventually made, the third scout's statement was the closest to the actual problem. The solution made in the movie was (spoiler alert), assisted by comprehensive data, they bought players tailored specifically to the area they're needed for. If the problem had been as broad as Brad Pitt's statement - the solution would've been to have a protest and change the financial regulation of the game.
![BLACK BAG - Official Trailer [HD] - Only in Theaters March 14](http://i.ytimg.com/vi/Du0Xp8WX_7I/mqdefault.jpg)
Ive been in advertising for 10 years and I am sharing your videos with interns in the agency they are so good and easy to understand. Simply love them. Please dont stop doing them.
Love the beauty of a problem statement. its what we do what we do. Thanks for sharing Julian.
Agree, when you can get to a good one! Damn it feels good!
Your setup was very nice, classy! And those text animations! (I guess the content was good too which is what really matters 😜)
Re the "Imported from Detroit" creative, did you reverse engineer the problem statement or did the creative team actually work from that brief?
I don't know the inside story on it but I believe this is close to what it is.
Hi, Julian! Could you please share what would be the instruments to re-frame the problem in a way shown in these examples?
A common belief is that you have to be that genius-level guy who's able to think outside the box, yet I'm sure it doesn't work that way and advanced mental models should be applied (like not everyone is born a Sherlock Holmes, but people could be taught to do detective work and solve crimes).
Hey Artemy, I agree with you I think that strategy can be taught. Like anything it just takes practice. However some good starting points if you are looking for info on reframing, check out Marco's piece here - medium.com/@marcodelvalle/your-strategy-needs-more-debate-cd997b173107
Thanks! The article was indeed helpful, it also reminded me some earlier examples on reframing the narrative (much like with Michelin 'get people to drive more'). Maybe, you'd find them helpful too: medium.com/the-mission/how-winners-really-differentiate-160caa68ed68?source=userActivityShare-7199f4e28137-1525881818
What the meaning current Situation on creative brief?
The current situation would be the context of where the business is at the moment. In this box you are filling out the background information about the business, the competitors. It hopefully also sets up the problem that needs to be addressed.
The character of Brad Pitt statement is the context the scouts, coach, players live..they know when they get paycheck ...That statement is good to hear but how does that solve needing to replace 3 players ? Just being Devils advocate ...I differ with him as that statement has no Why ? When & not measured. Happy to consider views to learn
Totally agree with you. Looking at the solution Brad Pitt eventually made, the third scout's statement was the closest to the actual problem. The solution made in the movie was (spoiler alert), assisted by comprehensive data, they bought players tailored specifically to the area they're needed for. If the problem had been as broad as Brad Pitt's statement - the solution would've been to have a protest and change the financial regulation of the game.